Creating a stand out brand starts with discovering what makes your organisation unique, especially on an emotional level – and subsequently weaving that into everything you say and everything you do.
Customer recognition
Familiarity is powerful! When a customer recognises your brand’s strong, bold and unique logo/typography/colours/images, they’re more likely to gravitate to that product/service rather than others on offer. Reason being, it is recognisable and familiar.
Customer loyalty
Once your brand is recognisable to customers or the general public, they begin to buy your brand over others. A bold, strong brand can keep customers returning for more, over and over. This in-turn develops their loyalty and converts them to ‘followers’ of your brand. An organisation with a great combination of exceptional product/services and engaging branding will see its customer loyalty begin to build.
Consistency
Once an organisation develops its ‘branding foundation’ (eg. logo, imagery, colours, typography, website, marketing etc) it is much easier to make choices about growing the brand and adapting the brand for future market/customer changes. Consistency is paramount across all media – eg. print, television, website, social media, email marketing, promotional signage, vehicles.
Brand equity
It is much easier to launch new products or services with an established brand that customers and the general public are familiar with.
Credibility
Establish yourself as a formidable organisation with bold, strong branding/visuals/marketing backed up by awesome customer service.
Attracts talent
People notice great branding and those people who notice are often great influencers, sharers and potential future staff/team members.
Shared values and emotional connection
Connect with your customers and the general public through shared values and/or emotional connections and it can create long-term loyalty, potentially through multiple generations. (eg. your products/services are great but you are also known for your community support or donations to those less fortunate) Your brand can potentially transfer from parents to their children when the parents share your values. The key is to find a shared emotional connection with your customer.
Creates confidence
Confidence grows not only amongst customers, but also business owners, management and staff. A great investment of energy, time and money goes into developing and maintaining a business/organisation. Your branding should be a professional representation of your hard work, and shouldn’t be let down with a poor branding investment. Good branding assists with product/service development and helps move it forward by raising its public profile. Good branding can be equally appreciated by customers, the general public and the organisation itself.
